Analysis of Consumers´Behaviour toward Fraud Risk Perception and Digitalization Tools to Prevent some Honey Fraud during the Purchase-Decision Making
2023
Halimi, Jihan
Honey fraud is a significant issue in the food market. Digitalization techniques are being explored to lower the costs of information of tractability, such as identifying food products, data input, data transfer, and verification. This research aims to investigate consumer behavior towards food fraud and analyze digitalization tools to prevent honey fraud. A systematic review and meta-analysis of 20 studies found that factors influencing consumer risk perception include trust, fraud risk concern, safety concerns, and confidence in the food supply chain. Consumers prioritize traceability and are willing to pay more for products with traceability information. Factors influencing consumer willingness to pay for digitalization tools include demographics, traceability information, food safety, and certification issuers. The meta-analysis results suggest that willingness-to-pay estimates for Contingent valuation methods are higher than those for Choice Experiments, and that traceability labels, production information, marketing/sales information, product traceability, processing information, and QR codes are also significant.
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